A Research Of Government Microblogs’Operation To Build A Bridge Between Public Opinion Field And Official Opinion Field

There has been more and more people using microblogs in China since2009and it starts a new era, which is called the era of microblog. Microblog has mangy functions, for example, instant communication tool, social network site and We-Media. As a zero-threshold for network communication platform, microblog is the center of public opinion, where public opinion takes shape and grows easily. Actually microblog has been the center of the Public Opinion Field. China has committed itself to promoting democracy and constructing Service-oriented Government for years, and communicating with the Public Opinion Field is its internal demand. Also the government has recognized the necessity and positive significance, so it opens official microblog and the number of government microblog has grew rapidly these years. But government microblog is an official media and it has some features of Official Opinion Field, which is greatly different from Public Opinion Field. So it is difficult for government microblog to get well with people on microblog platform. A lot of government microblogs are in trouble now. They cannot truly integrate into the Public Opinion Field. This article takes some real cases for example, and tries to find the main problems of government microblog. Comparing the characteristics and participants’ requirements of two fields, I finally find out the original reason——failure in dealing with the contradiction of two fields. At last, this article comes up with some suggestions of how to operate government microblogs to build a bridge between Public Opinion Field and Official Opinion Field.